Case Study
Data Analysis : The International Fund for Animal Welfare

The International Fund for Animal Welfare (IFAW) has over 100,000 supporters in the UK who give regularly by standing order or direct debit. Known as ‘Champions for Animals’ these supporters’ contributions are the lifeblood of animal welfare projects around the world.

IFAW asked Pell & Bales to identify the 10,000 cash donors most likely to respond to a regular giving request from a large file of lapsed supporters.

By analysing the performance and transactional history of 8,000 cash supporters called in previous telephone campaigns, Pell & Bales identified three key variables to predict responsiveness to a regular giving request.

Pell & Bales then built a predictive model using these variables to identify the best prospects for the actual campaign. By using the model, IFAW achieved a 40% improvement in regular giving response and a 45% improvement in ROI.

Robyn Rineer, IFAW Associate Director of Regular Giving:

“ Not only does Pell & Bales Provide IFAW with consistent campaign results, their data analysis skills also help us choose which particular sets of data will deliver the best response and value. Ultimately, this means we can fundraise very effectively, allowing more of what we raise to go directly to the many animal welfare projects we’re involved in around the world.”

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